VoodooCRM is a fantastic call center application. I once worked for 800-toothache… and developed on call center applications for dozens of operators. Although I was there for about 3 years never could quite convince management to steer way from painful poorly designed software and go with a fresh take. Why did I fail at this task? Well if you ever worked at a company with fear based scarcity thinking CHANGE is like pooping in your pants. In an ego based management team nothing really gets done even when years go by.

Since I could not replace the production system we spent time optimizing it. Things that management failed to listen to were fundamental break downs in the system. When you have a call center odds are if your calls are generated by Media you get spikes of traffic online and in the call center. That means you need to be able to scale to handle the load or loose valuable orders, referrals or whatever your call center is supposed to provide. They said “we will never double our calls overnight”. Well “they” were wrong and they double their calls on two occasions. Once when they bought their only competitor then again when they took their business online. Both times the system died and had to be repaired by me at the 12th hour.

Call center applications should have a scripted interface so the operator can read a script to a consumer, customer or partner on the phone. They should validate data and handle workflow. These days with open source VoodooCRM you can develop you call center for up to 10 operators with virtually no software costs. Only customization for your operators and your call center is really required. We can develop your solution in 6-8 weeks and have a pilot program running for existing call centers to test out their system before going live. Take the ache our of your call center solution call ProjectThunder for a VoodooCRM call center solution.

1. Order taking and up selling
2. Referrals with geo-coding
3. Bing Maps integration
4. Address, name, phone and email validation
5. Scalable to handle 4 times you current load
6. Source code included
7. Demographics data including income, SAT and more
8. Migration strategy
9. Screen pops and automated email and faxes.
10. Tech support and 24\7 support optional

Once the organization readies for CRM and software selection process needs a methodology to evaluate the solutions available to match the needs of the organization. CRM is implemented across decentralized and diverse technology and environments and it is likely that unique issues are identified much different than any business management software.

Selection criteria should evaluate potential benefits and risks and the criteria can be broadly classified into investigations on functionality, technology, cost, services, feasibility and goal of the organization.

Functionality is associated with features of the solution and capability to automate non interactive processes and tasks. An example would be an automatic business process escalation on a service call without attention beyond 24 hours.

Technology is the structure of the system to interface with external tools and new products to enhance the productivity of the system. Trigger marketing is one of the best examples of technology facilitated marketing to interface CRM with exchange servers.

Cost incurred should increase user experience and provide value addition to the existing process. Incorporated report builder facility is a value addition in an organization where expansion is expected and customized decision making MIS reports are required.

Services include support and maintenance post implementation to update, modify and enhance the system. Feasibility pertains to the strength and market presence of the vendor and stability in terms of organizational capacity to sustain business environment changes.

Goal of the vendor is a vital factor as business dynamics change and the functionality and extensions in terms of performance and technology keeps evolving through time. Vendor long term plans and strategies to keep pace with products, services to provide competitive advantage against newer products is an essential evaluation factor.

CRM is a product of creative economy, a distinct step forward from the ear of knowledge economy. The focus has turned into innovative designs to compete with the change in the business core competency. This focus has brought forth a fresh perspective to the existing generation with user experience more targeted towards content, creativity, connection, collaboration and contextual representation.

Social networks have emerged and have become change effectors. Collaboration has become the focus with special emphasis on mutual value addition. Personal experiences have become key factors with significant user experiences translating into influencing factors in enterprise value chain. Web 2.0, twitter, and Facebook dominate the user and state of the art technology commands the infrastructure and software platform. Business is no more identified as a separate entity and it is evident that consumers drive business through content participation. Customers are two in one – social and a mobile customer.

Mobility is increasing factor towards important decision making and technology offers mobile services in ERP and VMN (virtual mobile networks) are fast becoming mainstream clients. Office in the mobile is becoming a catchy concept and particularly a time and cost saving implementation for the road worker such as police force and logistics department where information is power.

Mobile CRM provides the advantage of anywhere anytime access to information yet with the needs of total integration across clients, organization that cannot be minimized or ignored. Mobile CRM is a client tool that can be envisioned as a productivity enhancement factor integrated into the main system. It cannot sustain as a stand alone application. Maturity model of mobile CRM has already evolved in field service with maximum benefit and ROI reporting high returns. Mobile CRM has number of considerations in security, service providers, vendors, technology and cost to name a few. Careful evaluation should be taken up before opting for a Mobile CRM solution.

Successful implementation is the key factor to usability of CRM in business scenarios. A simple CRM initiative will benefit from concentrated, methodical professional approach to consulting assistance. It is obvious as a business implements a CRM once in probably 8 years but CRM consultants implement number of projects a year.

Statement of work is the basis of implementation and the plan should contain elements related to the implementation such as approach, plan and deliverables. It should also detail the responsibilities of the customer and the consultant with clear definition of assumptions, risks and impact of the implementation.

Project approach defines the consulting firm commitment on work accomplishment, reporting frequency and format. Project plan is a task and time related document outlining the major tasks with time lines and date to go live. Deliverables are outcomes of work accomplished such as database installation, data conversion, customization of reports, training and form customization, modifications and enhancements completed. Responsibilities outline the customer and consultant dependencies and work limitations. Assumption, risks and impacts are the clauses that involve ‘out of scope’ tasks, effect of the implementation on existing systems if any and the fallouts if any due to implementation.

Other implementation terms should also be included. Billing information, payment terms for different areas, terms of notification on project breaking estimation in terms of time and cost, list of elements bundled along with the implementation such as software etc and a  clear definition of start date and go live date.

Implementation is a unified effort of human resource, business process, technology components and success depends on the well defined scope of  requirements and ideal CRM software selection.

Software selection process should concentrate on cost balance, complexity of the implementation, functionality expected, maintenance and manageability, flexibility to expand, technology used and other factors. Planning can be achieved by defining the requirements and selection of the appropriate software based on the requirements.

Requirement definition document should be prepared after end to end meetings with business process leaders, users. Potential areas of improvement must be identified to isolate and act on the constraints in the current system. After identification of areas of improvement, requirement definition is drafted with a follow up for review of the document with concerned resources. The requirement definition document serves as a base for CRM implementation and helps in avoiding rework and duplication of efforts. Success measurements of the project implementation must be clearly defined.

Software selection process has elements of vendor selection, evaluation, vendor solution presentation, and review followed by contract finalization. Potential vendors are scrutinized and the list is short listed. Short listed vendors react to the requirement definition document and based on the responses, vendors are requested to present the solution.

Interaction with the short listed vendors is a mandatory requirement to confirm the understanding of the requirement definition document. Demo is the best way to assess the CRM application performance to the needs of the organization. Advantages and disadvantages of hosted and non hosted alternatives should be evaluated if required.

Final stage of planning revolves around iterative reviews and resolution of discrepancies with the demo presentation and understanding. Few things in the final stage of planning of utmost importance are project scope definition, licenses and service pricing, terms and conditions of the contract and last but not the least is the service level agreement (SLA).

CRM is not a happening, it is an implementation. CRM is a central repository of customers’ history and relationship with the organization ranging from marketing, sales and support. A singular view of the customer provides distinct advantage but the percentage differs on the basis of customer exposure. Companies may benefit from updating the sales team on a shipment, drive sales to target customers, and establishment of an effective forecast system.

Organizations opting for CRM should focus on the readiness before implementation. The readiness factors are success measurement analyses, Executive involvement, Process research for consistency, and organizational involvement.

Success measurement analysis is a key factor as it outlines the specific vision and goals of investment in CRM. The goals defined must be measurable and within attainment limits. Goals may be income based or unit based or solely focused on customer relationship. A goal to increase the average sale over a target or increase in opportunities to sales conversion ratio or a focus on customer service calls to bring about a 24 hours turnaround to problem resolution will provide more clarity and readiness towards CRM implementation.

CRM implementation requires considerable effort from the top, senior and mid level management to coordinate the interfacing of multiple departments distributed across geographical locations to execute an all-in-one environment. Clear leadership forms the foundation for selection, planning and implementation of a successful CRM project.

CRM system requires consistent process and cannot be implemented on an ad hoc business process. Streamlining of processes is vital and specific emphasis should be laid on process examination of marketing, sales and service processes.

Trigger marketing is a term used to target customers through messages, offers and product service recommendations and similar preferential treatment based on a trigger. A trigger is a mechanism to automate reactions based on events. Triggers can be based on number of factors over a time period. CRM solutions provide the tools to monitor and enable trigger marketing with effective utilization of available information.

Triggers in CRM can be categorized into triggers based on life stage, behaviors, expiration, credit and external influences. Customers form the pivot of any business and it is important to base the marketing strategies on the life stages of the customer. Better opportunity exists to close a sale for an insurance firm when the information of customer house purchase is gathered. This information can be a source of targeted sales and the organization can execute a home insurance sale as a bundled offer with other security services of other partners.

Customer future intent is obvious through a scan of patterns in purchase or expenses. Transactions and behaviors of customers in certain categories indicate tours and travels, building improvement etc. Credit card organizations and banks can benefit a great deal by observing customer patterns to suggest appropriate product offers. Online behaviors provide a clear idea about needs and interests of the customer. This information can be utilized by the organizations to predict on the decision making process of the customer and serve offers or promote interactions to direct them to the relevant site or dealer.

Some products or services sold have maturity or expiration dates. This information is available with the selling organization. The organization can use this information to send messages or mailers for renewal or repurchase of the product. The changing economy and competitive environment requires that the organizations scout for competitive advantage and adapt to the dynamics of business with effective CRM solutions.

One to One strategy of E-CRM is a methodology used to analyze customer requirement and identify preferences to equip the organization to cater better to customer needs through optimization of CRM solution. It can be defined as a foundation for customer relationship and concentrated management practices.

It is vital to create a single view of the customer from different touch points by integrating information from various sources available. This is an identification phase where the customer identities, contact information, transactions, interactions are identified. The focus here is giving the vital people access to the identified information at the time of need.

Organization should work the strategies with the understanding that all customers are not equal. It is important to differentiate the customers on the actual profits and the potential value and the needs from the view of individual customer requirements and needs of the customer segment.

Information absorption should be methodical to prevent repeat information gathering from the customer. Interaction with the customer should be initiated in a cyclic manner to understand the needs, value, preferences and behaviors that change over modified business environment.

Information gathered through various processes should be utilized effectively by promoting customization of customer needs. Customization should create a need set for customers based on product, service rendered, delivery and bundles to facilitate cross sell programs.

Customer relationship management is a strategy used by the companies to acquire better information on the needs of the customer and behavioral patterns to improve and retain better relationship with them.

Why is CRM needed?

CRM helps the businesses aim for cost reduction in operations in terms of people and process by utilization of benefits of evolving IT technologies. The need to stay competitive to beat competitive pressure is achieved by adoption of new CRM practices and processes. Organizations have understood the importance of high value customers and the need to keep track of the customer activities to promote better sales. The focus has turned from acquiring new customers to customer retention. CRM helps the organization to maintain and report on customer activities and communication.

CRM Objective

CRM is an implementation to gain better leverage of information technology and people to understand the real value of the customers. Objectives of CRM implementation include better customer service, enable call centers and optimize the performance, and cross sell products more effectively. It also includes supplementing marketing and sales team to convert leads to opportunities, opportunities to sales. It helps in focused marketing that opens up the probability of new customer segment.

Successful CRM implementation

CRM implementation requires business process modifications. Therefore the CRM strategy must have active support of the C-Level management. Customer business requirements must be analyzed to ensure clear understanding of the CRM needs. Benefits of CRM are realized as the business process tunes to CRM initiative. A patient approach is needed to exploit the full potential of  CRM implementation.

Developing custom Customer Relationship Management (CRM) applications for businesses allows for more complex database systems. Many companies need to integrate the latest technology - for example, wireless and mobile devices functionality - into existing systems. Developers can create applications to merge old with new.

While most data systems are primarily created for storage, most competitive businesses need higher level modification of the data for validation, presentation or reporting purposes. Developing custom CRM applications can translate the data into more preferable formats that correspond more closely to industry specifications.

Different firms and different divisions within the same firm have different methods for extracting data and assembling reports. Offering a basic template is a starting point. Developers can then create a custom CRM to establish more specific options to satisfy department needs.

Microsoft CRM (MSCRM) is a popular platform for developers to manage workflow and callout processes with custom programming. Microsoft even offers a blog center for discussing options.

A common business action involves importing information from a database, making a copy of it, modifying it for a special function and displaying the modified data - all while leaving the original version in the same format. Selecting customer accounts for sales campaigns is an example of this action.

Developing custom CRM creates a more sophisticated, agile data management system for corporations.